Northcliffe Brings Online Recruitment Into Advertising Structure
Written by Geoff Newman on 09/06/2011
Local newspaper company, Northcliffe Media, is staging an overhaul of its recruitment advertising offering, in a bid to assimilate the growing importance of online recruitment into its current structure.
The company is implementing a programme that will offer advertisers a flat fee per vacancy service, which will allow them to place adverts that will feature throughout the company's stable of titles both in print and online.
Northcliffe, which is owned by parent company DMGT, is carrying out a range of measures to try to counter falling revenues from its regional titles. The titles registered a 10 per cent decline in revenues between April and May. It is also looking to incorporate more user generated content into its platforms, including in its listings and directories, as well as to develop its news and picture galleries.
David Roddick, commercial director for Northcliffe Media, said, "We are passionate about providing an innovative, creative and results-led service, and this new structure offers our customers a much simpler and more cost-effective way to buy it.
"We need to compete in a challenging, price-led market and we believe our new price structure will add value to recruitment campaigns and make it easier for employers to connect to our audience – on and off line," he added.
However online recruitment expert Geoff Newman from RecruitmentGenius.com feels this is too little too late.
“Advertising revenues have been falling for over three years, so it’s surprising to see Northcliffe make this decision after such a protracted period. Regional newspapers have tried and failed so many times to form alliances that will help them capture the local market and I don’t believe a flat fee model is innovative enough.”